DuPont launches first new corporate brand identity since 1935

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Wilmington, Del. -- With a 12-page advertising supplement in Wednesday's Wall Street Journal, DuPont unveiled its first new corporate brand identity in more than 60 years. ``The miracles of science,'' which focuses on how DuPont's products have enabled space travel, the manufacture of computer chips and other scientific advances, replaces "Better things for better living," which debuted in 1935. DuPont "has a rich history of bringing science to the marketplace in ways that change the way people live while generating value for our customers and shareholders," said Charles Holliday Jr., DuPont chairman-CEO. Featured in the ad campaign are several DuPont products, including: Nomex fiber for flame-resistant clothing, Tyvek for sterile and durable medical packaging, and Kevlar for strength in aerospace applications. The campaign will initially be print-oriented and move to television in September. McCann-Erickson Worldwide, New York, created the campaign.
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